"Sometimes, the smallest things take up the most room in your heart." - Winnie the Pooh
Since 2011, Disney Baby has done just that. We deliver a daily dash of magic to our followers' feeds, while providing Disney moms a community to share how they're creating magical moments with baby right from the start.
In 2015, our business goals were to acquire followers, increase engagement and drive purchase intent and sales for Disney Baby products. Knowing that mom already uses social media heavily to get nursery decor inspiration, learn about new products and share swoon-worthy images of her little character, all we had to do was sprinkle a little pixie dust.
Content strategy has three key focuses: Product Photography and Shoppable Feeds for sales, Branded Content for engagement, and UGC/Surprise and Delight for acquisition and loyalty.
Aspirational Product Photography Drives Sales
Today's social savvy mom turns to platforms like Instagram & Pinterest to carefully curate her style inspiration. In a world where DIY reigns supreme, nurseries become an extension of the home, and every party is styled to Pinterest perfection, Disney Baby seized an opportunity to reinvent their product photography and optimize it for social media. For the first time ever, we moved away from catalog-style, character-heavy imagery in favor of on-trend, aspirational, social-first photos. Posts linked to product collection pages hosted on DisneyBaby.com, Pinterest or directly to retail partners including amazon.com, creating a seamless browse-to-buy experience for mom.
#WhatsInMyNursery, #WhatsInMyRegistry In 2015, we took 2014's wildly popular "What's In My Diaper Bag" campaign to the next level for nurseries and baby shower inspiration. These branded photos feature Disney Baby products in collections that are extensions of moms' styles. "The Adventurer's" room is filled with jungle and safari memorabilia, while "The Fashionista's" room showcases baby's best outfits, and the "Roadtripper's" registry holds everything you'll need for baby's first adventure.
Shopping for Baby doesn't have to be an ordinary task — it can be a joyful discovery that starts with Disney Baby and ends in your nursery, living room, and every place you interact with your little one. Like2Buy functionality allows us to make Instagram fully shoppable, supplementing UGC images and campaigns centered around Halloween costumes and Holiday gift guides with a one-click stop for mom that has driven nearly 10K organic retail clicks in 2015 alone. Facebook promoted posts were optimized for website clicks, driving better conversions & more individuals reaching the actual website.
Branded Content Makes Motherhood Relatable & Shareable with #Momspiration
Babies don't come with manuals, but that's where Disney Baby comes to the rescue! Our Mother's' Day 2015 campaign celebrated motherhood by sharing helpful tips and inspirational thoughts from real moms for real moms. Through a cross-platform social graphic series, sweepstakes, brand partnerships, and videos, we shared advice and tips for making life easier and better with baby every day. The content was so well-received by fans that we continue to see engagement on these posts almost a year later.
Instagram UGC Lets Proud Moms Share & Disney Babies Shine
Snap. Filter. Post. Repeat. If there's one thing we've learned about moms, it's that they LOVE sharing photos of their little ones in social media! Instagram serves as a UGC hub by curating and re-gramming photos posted by moms and tagged #DisneyBaby. This UGC-led content strategy works to build the brand while rewarding fans for their engagement and loyalty.
Sweepstakes Surprise and Delight Fans
Bi-weekly #WINnieThePoohSweepstakes on Twitter and ongoing Facebook promotions serve to drive engagement and reach new moms, while rewarding brand advocates for following.
In 2015, the Disney Baby community reached new heights - growing to over 2.6 million followers across platforms (11% increase from 2014).
Branded content and photography campaigns will continue to be our focus in 2016, as they drove over 27.7M impressions, 433K engagement, and 66K retail clicks in 2015.
UGC will continue to be a major focus in our strategy as the number of moms vying to have their Disney babies featured continues to climb. In 2015 alone, over 500K images garnered 113M impressions.
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